GINA has re-opened with their new revitalised flagship store at 189 Sloane Street, Knightsbridge, a global heart of one of the world’s most coveted premium luxury retail locations. The store, designed in close collaboration with brand design agency Caulder Moore, showcases their latest contemporary shoes and accessories.
Drawing Inspiration from art and design, particular homage is paid to artist Rudolf Stingel, to create a space that presents historically decadent references in a distinctive contemporary and minimal aesthetic. A distressed real gold leafed feature wall has been painstakingly hand rendered with the same level of art, passion and craftsmanship as every pair of handmade GINA shoes.
Walls are panelled in cut grey marble stone, chevron flooring is assembled from silvered wood, and silk carpeting adds the luxury and comforts of home. Every item, structural or furniture has been individually commissioned and realised with flawless beauty.
The store has different areas for seating, surrounded with gold and metal displays giving an open plan modernist vibe. A snakeskin-panelled screen with gilt display boxes, provides a perfect backdrop for classic shapes and colours. The GINA atelier offers a couture service to clients who want to buy GINA bespoke. Each area is carefully lit, to create drama and highlight the shoes and handbags.
The store is a perfect aesthetic to reconnect to the contemporary discerning customer in a modern luxurious, yet relaxed space, complementing the unique sensuality and allure of the GINA brand.
Maria Correia, Creative Director at Caulder Moore said of the new design, “It was great to adapt the GINA brand DNA and translate if for a new audience and think about how millennials approach luxury. They are more open and relaxed and I think this comes through in the design, with hints of glamour that appeals to existing customers too. The gold graffiti wall really sums this up.”
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